Heineken's US chief executive Maggie Timoney explained this week that Serena Williams, who also fronts a GLP-1 weight-loss brand, was named the first global ambassador for Heineken 0.0. This comes as a recent Gallup poll indicates US alcoholic beverage consumption is at historic lows, with investors blaming GLP-1 drugs for suppressing demand. Boston Beer (SAM) and Molson Coors (TAP) have seen volumes and share prices decline, with Boston Beer missing Q2 FY2026 EPS by 24% and Molson Coors' US shipments falling 7% as the broader beer industry contracted 4% in the quarter.